The aim of any great marketer is to somehow embed a brand into culture. To get beyond the standard interruption—the annoying interloper—that so much advertising has become. In a variety of different ways, each company on this list has created work that isn’t just “good, for an ad” but something that consumers actually want to spend time with. Whether it was 20th Century Fox’s onslaught of clever and crude marketing that helped propel Deadpool into cult status (and break box office records) or INGO Stockholm’s tourism campaign that invited anyone in the world to call a random Swede, they all found ways to get people excited and engaged.

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Click on a company name to learn more about why it made the list.

01. FACEBOOK
For launching creative new advertising products for the smartphone